COMM 223 Lecture Notes - Lecture 5: Blue-Collar Worker, Consumer Behaviour, Reference Group
13 Feb 2016
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Document Summary
Consumer buying behaviour: it is the buying behaviour of final consumers. Consumer market: it represents all individuals and households, to buy or acquire goods and services for consumption (canada: 33 million). Indeed, consumers are exposed to many stimuli like the marketing mix for example. Characteristics of the buyer will influence the perception of this stimuli. Several factors influence the consumer behavior like cultural, social, personal, psychological factors. Culture: set of basic values, perceptions, wants and behaviors, learned from family and the institutions that influence the consumer behaviour. Subculture: group of people with shared value systems based on common life experiences and situations. Social classes: relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. It is measured by a combination of income, occupation, education, wealth, and other variables. Marketers are interested because consumption behavior tends to be consistent within a given social class.
